“West Ham’s SHOCKING £100M MEGA-DEAL Revealed: You Won’t Believe What’s Next!”
Sources: West Ham Set to Earn £10million Annually from New Balance Sponsorship Deal
West Ham United have been partnered with Umbro as their kit supplier since the 2015-16 season.
Umbro also provides kits for Bournemouth, Ipswich Town, and Brentford.
However, from the 2026-27 season, the Hammers are set to switch to New Balance, having reportedly signed a long-term deal with the American sportswear brand.
According to SportBusiness (2 May), West Ham chose not to activate an option to sign with Castore, despite Castore’s agreement with Umbro giving them exclusive negotiation rights with clubs once their Umbro contracts expire.
Instead, the club has opted for a five-year agreement with New Balance, which previously supplied kits for Liverpool between 2015 and 2020.
West Ham’s current contract with Umbro is estimated at £7 million annually.
Sources suggest the upcoming New Balance deal could be worth around £10 million per year, with performance-based incentives that could further boost its value to the club.
Although Manchester United’s £90 million-a-year partnership with Adidas remains the most lucrative in the Premier League, West Ham are taking significant steps to grow their commercial income.
Their new kit deal comes during a period of strong financial performance, with the club recording record revenue in the 2022-23 season.
Total turnover increased from £236.7 million to £269.8 million, driven in part by a jump in commercial revenue from £35.1 million to £41.9 million and a rise in matchday earnings from £40.9 million to £44.6 million.
Much of this commercial growth is credited to Nathan Thompson, who has led West Ham’s sponsorship strategy in recent years.
His success has sparked speculation that he could eventually replace Karren Brady as vice-chair.
Thompson’s recent promotion to executive director at the London Stadium adds weight to those rumours.
Meanwhile, West Ham are also preparing for significant changes on the pitch.
As reported by Football Insider on 28 April, the club is planning a major squad overhaul in the summer transfer window.
Several first-team players may depart as the club seeks to rebuild and provide backing for manager Graham Potter.
Since taking over from Julen Lopetegui in January, Potter has struggled to improve results, with the team currently languishing in 17th place in the Premier League.
